Abstract
This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two-dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.
- Received April 22, 2023.
- Received (in revised form) December 10, 2023.
- Accepted December 14, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 2
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- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- FRAMEWORK AND HYPOTHESIS DEVELOPMENT
- METHOD
- RESULTS
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- ACKNOWLEDGMENTS
- Appendix A Experimental Setup
- Appendix B Measurement Items
- Appendix C Results when Releasing the Covariate of Perceived Novelty
- Appendix D Methods and Details of the Experiment in the Discussion Section
- REFERENCES
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